Even a savvy, well-informed agent can trip over marketing in the modern era. The methods have changed, the tools have transformed, and the preferred mediums are entirely new. Marketing has evolved rapidly, even in the past few years—so it’s crucial to check your techniques and make sure you’re not making basic mistakes according to the new rules. To help you with that, we’ve put together a list of five real estate marketing mistakes that are distressingly common and how to tackle those challenges:
Online marketing can be a daunting task for real estate agents and other real estate professionals. Some people get swept up in the metrics of online marketing, clicks, responses, emails, etc. It is easy to get excited at bumps in “traffic” to your website, but unless that traffic converts into a lead, it's not helping to grow your business.
Think about it like this, if you were running a print or television marketing campaign, would you get excited at the number of households you reached? That's the not key measurement you should be measuring in this specific situation. The key analytic that should be measured is one set by the goals of your marketing strategy. We've outlined a couple of tips on how to establish a marketing strategy for those within the real estate industry.
As the real estate industry has come around to using the multitude of online marketing tools available through the internet as opposed to past marketing methods such as direct mail, the speed and accuracy of all things marketing have increased rapidly. With search engine optimization and online real estate listings, marketing for real estate brands has become a lot simpler. If you're a real estate agent or a real estate business and your brand is falling behind the times, now is your chance to take advantage of these resources by creating a solid inbound marketing strategy for your real estate. The result will be more and better qualified leads all around.
Creating dynamic content is the basis of an inbound marketing foundation. The philosophy of inbound marketing is simple: potential buyers come to you when you offer them information or services they are already looking for.
For example, if you create an e-book or series of blog posts about increased longevity in investors and what this means for the field of financial advisory, you have made a desirable resource. There are search engine users looking for this content right now; as long as your search engine terms are optimized and your landing page is appealing, this resource will help potential clients find you.
If your brand is currently consistently blogging, that's a good start! Yet regular blogging may not be enough. What else can you do to capture audience attention? Keep these three strategies in mind:
A successful inbound marketing strategy is all about remarkable content. It’s the motor that drives your website’s traffic and, without it, your chances of increasing conversions are dim. The most effective way to increase your blog's traffic and SEO is to strengthen the quality of your writing. Most people can adequately string words and sentences together to get their point across. They know the difference between its and it’s and you’re and your. But create content that engages, enchants, and goes viral? That takes a lot more work.
Social media is more than a way to promote your brand - it's a connection to your leads that develops personal relationships. So what separates the good from the great in social media marketing?